- “Good to the Last Drop” coffee brand Maxwell House is rebranding itself as “Maxwell Apartment” in an acknowledgement of the pressures consumers are feeling these days.
- As part of the limited-time name change, the brand will offer consumers the opportunity to purchase a year’s supply of Maxwell Apartment coffee, which will be delivered in specially rebranded cans, on Amazon for $40.
- The offer launches on National Coffee Day (September 29) and will be available “while supplies last.” When compared to daily coffee runs, the savings could amount to as much as $1,000 over the course of the year, according to the company.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company, in a release. “Maxwell House believes no one should have to go without great-tasting coffee. and Maxwell Apartment delivers the same delicious taste people know and love, at a value that celebrates all our fans are doing to make smart choices in their lives.”
The name change and campaign is a nod to the difficulties many Americans are facing when it comes to purchasing a home in the current economy. According to the U.S. Census Bureau, nearly a third of Americans are renting rather than opting to purchase homes. While there are many reasons one might opt to rent rather than buy, many first-time homebuyers have found it challenging to enter the market due to high prices, high interest rates, and low inventory, according to the National Association of Realtors.
The campaign will be supported through paid social advertising that highlights the name change (One version mocks the original Maxwell House name with the line, “House? In this economy?”) and public relations. The brand is also set to launch another value-oriented campaign later this fall.
